After storming into the C&S households of Tamil Nadu with content on par with the market leader, if not better, the DMK-backed Tamil general entertainment channel Kalaignar TV is gearing for the next leap. According to a senior level source, Kalaignar TV would be launching a music channel in the ‘next 35 to 45 days’. A news channel is also in the pipeline, which is expected to hit the airwaves by January 2008.
TAM figures are in for September 15, the day Kalaignar TV was launched, which bring good news for the channel. According to Kalaignar TV sources, for certain slices, like CS 4+ (Rest of TN, IM+), the difference between Sun TV and the new channel was slender, with the former registering a 31.48 per cent share of this slice, while Kalaignar TV had a 27.22 per cent share.
Officials are also quick to point out a slice in which Kalaignar TV outshone Sun TV on its launch date – CS F 15+ ABC – where Kalaignar TV had a 29.92 per cent share (0.1 to 1mn+) as compared to Sun TV’s 27.06 per cent share (Source: TAM peoplemeter data for September 15, 2007).
Emboldened by the numbers on the first day, a Kalaignar TV official said, “When we are able to launch a channel in 100 days with 14 soaps running, it’s only a matter of time before we dethrone the market leader.” When asked to comment on the fact that Kalaignar TV’s content was no different from the market leader, the official said, “When our audience wants idli, why should we give them omelette? When the staple entertainment of the Tamil audience is soaps and cinema-based content, why should I be different?”
Kalaignar TV, which made waves even before its launch, seems to have lived up to the high decibel launch. With the forthcoming music channel and news channel, going forward the competition will only get fiercer for Kalaignar TV.
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